Four Tips to Amp Up Your Email Marketing Campaign
This might shock you, but email isn’t dead.
Email campaigns are still a viable way of reaching your current and potential customers. In fact, according to Campaign Monitor, you are six times more likely to get a click-through from an email campaign than you are from a tweet and you have the potential to reach three times as many people through email than Facebook or Twitter.
Have you thought about running an email campaign, but don’t know where to start? Or have you stopped running email campaigns because they didn’t perform as well as you wanted?
Check out these four ways to enhance your email strategy.
- Subject Line Content
Your subject line is the first thing your readers will see. It’s important to make a great first impression in life, so why not make sure your emails do the same?
When possible, personalize your recipient’s subject line. According to TechCrunch, by simply personalizing the subject line, you can improve click-through rates by an average of 14 percent and conversions by 10 percent. Personalized emails also deliver six times of a higher transaction rate than without personalization.
Your subject line should also evoke some type of immediate emotion or call to action. Using questions is a great method to make your reader immediately curious or interested in reading more.
One important aspect to think about is a spam filter, which most email providers or applications have built into their service. Any subject lines containing “free” or multiple exclamation points are most likely going to be filtered. Be sure to steer clear of content characteristics like these.
- Email body content
The most important aspect of an email body is a clear call to action. Only 23 percent of readers who open an email on a mobile device open it again later, according to Campaign Monitor. Your call to action must be convincing enough to cause immediate action. John Rampton, a contributor for Forbes.com, wrote, “your reader should really want to click because there is an immediate, emotional benefit.”
Your email content should also be visually appealing. A text-heavy email with little to no graphic elements will bore your reader and quickly lose their interest. On the other hand, excessive or visually unappealing graphics will also distract your reader from your message or call to action. Find a balance between text and graphics to highlight important information and make your message pleasing to the reader’s eye. If your email is easy to read and look at, it will be more convenient for your reader to take action.
- Email Timing
The timing of your email blast is crucial. Multiple studies have been conducted on email peak times, but the general consensus is that mid-day in the middle of the week is best. Specifically, Tuesday or Wednesday between 1 and 3 p.m. The worst days were found to be on Saturday and Sunday because people generally give the least attention to their email inboxes during the weekend.
- Measurable results
Before you send out your email campaign, make sure you have a way to track the metrics of your campaign. There are many different types of metrics to follow and it’s important to determine which levels of metrics are right for your email campaign’s objectives. Two types of metrics that can be vital to tracking your campaign’s success are the open/send ratio and the click/open ratio. Open/send ratio refers to the percentage of emails opened that were sent out; click/open ratio refers to the percentage of people who acted on the email (i.e. clicking the link to a website) after opening it. Some email management services like MailChimp have back-end analytics built in. It is important to track metrics because metrics show a measurable definition of the success of your campaign.